The Wallonie Belgique Tourisme Tourist Board has a public-private structure that operates through the contributions of its members. Its aim is to promote Wallonia as a tourist destination.
WBT's members are mainly small and medium-sized enterprises, associations and micro-enterprises and represent various tourism sectors (tourist attractions, accommodation, professional associations, transport companies and activities related to business tourism). Almost 330 service providers are now WBT members.
Besides the definition of the tourist image of Wallonia
1.WBT is responsible for the structuring of the tourist offer from leisure and business tourism, for the development of tourist products, their promotion and their commercialisation.
2.WBT is actively involved in the development of the annual tourist themes.
3.WBT informs and helps the press with tourist articles and reports about Wallonia. Every year, WBT's press officers welcome more than 500 national and international journalists on around 200 press trips to Wallonia.
4.WBT implements innovative cooperative marketing by pooling public and private resources in a win-win situation. The public and private partners serve as a motor within the framework of so-called promotion clubs. The clubs structure the promotion according to the motivation of the clientele and the type of tourist products. There are clubs for leisure and for business tourism (MICE).
In 2017, complementary to the promotion clubs, the association launched a new type of partnership - public-public. The aim of which is to structure the regions in so-called pools. There is a culture pool and a nature pool. The members of these pools are mainly tourist organisations such as the provincial tourism associations, tourism houses (Maisons du Tourisme) and some Offices du Tourisme and Syndicats dInitiative.